Nine Entertainment has locked in exclusive free-to-air and streaming rights for NRL and NRLW matches from 2028 to 2034, reinforcing its dominance in Australian sports broadcasting and promising continued audience growth.
- Seven-year exclusive NRL and NRLW broadcast deal
- Annual cost of $145 million plus $25 million in advertising and contra
- Live coverage includes three weekly NRL games and 33 NRLW games
- Grand Final and State of Origin remain exclusive to Nine
- Rugby league drives double-digit revenue growth amid tough ad market
Long-Term Rugby League Rights Secured Amid Industry Shifts
Nine Entertainment (ASX:NEC) has cemented its position as the home of rugby league in Australia with a seven-year broadcast rights deal for the National Rugby League (NRL) and National Women’s Rugby League (NRLW) running from 2028 through 2034. The agreement guarantees that all Australians will continue to access live NRL and NRLW games free-to-air and via free streaming on Channel 9 and 9Now.
The contract maintains Nine’s exclusive rights to broadcast three live NRL matches each week on Thursday, Friday, and Sunday, along with the Finals series and Test Matches played in Australia. The marquee events; the NRL Grand Final and the State of Origin series; will remain exclusively on Nine, with the latter continuing its Wednesday night slot. For the women’s game, Nine secured exclusive rights to 33 weekly NRLW matches and the Finals series, including the Women’s State of Origin.
Financial Commitment Reflects Strategic Value of Rugby League
The annual cost to Nine is $145 million in cash, supplemented by $10 million in committed NRL advertising spend and an additional $15 million per year in contra arrangements. This pricing structure effectively translates to an annual cost increase roughly in line with CPI, a point emphasised by CEO Matt Stanton as a prudent outcome given the premium nature of sports rights globally.
Rugby league remains a cornerstone of Nine’s sports portfolio, delivering strong audience growth and advertising revenue even as the broader ad market faces challenges. The company reported double-digit revenue growth for rugby league coverage in the 2025 season compared to 2024, underscoring the sport’s resilience and appeal.
Strategic Importance of Rugby League to Nine’s Ecosystem
Chair Peter Tonagh highlighted rugby league’s cultural significance and its deep integration into Nine’s identity, noting the partnership now extends into its fourth decade. The deal not only secures live sports content that drives viewer engagement but also strengthens Nine’s ability to attract advertisers seeking premium, widely accessible sporting events.
Stanton framed the agreement as a critical part of Nine’s long-term strategy to invest in premium live sports, alongside other major properties like the Tennis Grand Slams, Olympic Games, Premier League, and domestic basketball and netball leagues. This diversified sports portfolio aims to deliver the moments that matter most to Australian audiences and advertisers alike.
Looking Ahead for Nine and Rugby League Fans
With the new rights agreement commencing in 2028, Nine will continue to leverage its established platforms to deepen fan engagement and advertiser partnerships. The deal’s structure and pricing suggest a stable financial commitment amid ongoing shifts in the media landscape, where premium live sport remains a rare and valuable asset.
Investors will be watching how Nine integrates this long-term contract into its broader digital growth initiatives and advertising strategies, particularly as the company has recently accelerated its digital transformation through acquisitions and portfolio reshaping. The sustained popularity of rugby league and its women’s counterpart provides a robust foundation for Nine’s sports broadcasting ambitions well into the next decade.
Bottom Line?
Nine’s long-term NRL and NRLW rights deal secures a vital revenue and audience pillar amid evolving media dynamics.
Questions in the middle?
- How will Nine leverage the NRL rights to accelerate digital subscriber growth beyond free streaming?
- What impact will the $145 million annual rights cost have on Nine’s overall sports broadcasting margins?
- Could competitor broadcasters respond aggressively once this contract expires in 2034?